Think Like a Marketer III: Connect with Candidates Using Hyperpersonalized Marketing

In past posts, we compared the marketing funnel to the recruiter’s “talent pipeline”; in the first funnel stage — awareness — targeting helps you best engage job seekers. In the second “consideration” stage, retargeting helps you nudge those job seekers further along.

In today’s post, we are going to look at the final three steps of the talent pipeline: trigger, apply and hire. To get top talent out of the pipeline and turn them into employees, you need personalized marketing.

What is the “trigger” phase?

Before we begin, let’s define what we mean by the “trigger” phase of the pipeline: It is the exact moment a job seeker decides to apply and enter the interview process.  

Up to this point, the job seeker has been casually browsing new roles;  they have considered applying but haven’t had a compelling enough “trigger” to do so.  Then (for instance) they have a horrible day at work and remember reading your interesting job description. Their frustrated emotional state pushes them into the trigger phase, where they are ready to apply to your role. All your work in the awareness and consideration steps of the talent pipeline kept your company top of mind while they deliberated.

The trigger phase is deeply personal, involving outside factors that we can’t control — but there are a few things we do know. For instance, according to the Bureau of Labor Statistics (BLS), the average employee tenure is four years. Money can be a factor, but so can the quality of management or how fulfilled an employee feels. In fact, boredom is a significant reason why people leave jobs: they feel their skills are not being used or they have outgrown their roles.

So how can you use this data to identify candidates nearing the trigger phase in their career?  

Learning how to use the trigger phase to your advantage:

Timing is everything!

The trigger phase of the job-seeker funnel is akin to dating: If someone isn’t emotionally available — i.e., bored, underpaid or frustrated in their current role — things won’t work out with a new match.  Knowing it takes employees an average of four years to reach that emotional readiness, we can zoom in on candidates toward the latter half of that time period.

To identify these candidates, look on talent networks such as Indeed. For example, on Indeed Resume, you can filter by attributes such as job title, location, education and recently updated resumes. Then you can contact job seekers whose resumes show a tenure of two to four years in their current roles.

This is where hyperpersonalized marketing comes into play.

Personalization prompts candidates to pull the trigger

So what is hyperpersonalization exactly?  It’s any time you craft a custom message using internet browsing and real-time behavioral data from multiple channels to tailor your content, products and services to that user.

After you’ve identified job seekers with your target tenure, you should craft a message that connects with them. Follow these three steps to create a hyperpersonalized message.

1) Find a unique detail. Start your…

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